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WHITE PAPER Written by Laila Pawlak & Kris Østergaard
The funda– mental 4s How to Design Extraordinary Customer Experiences in an Exponential World
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The Fundamental 4s How to Design Extraordinary Customer Experiences in an Exponential World
Here’s what the father of the Experience Economy has to say about The Fundamental 4s:
“I love the ideas in this white paper! If you want to be customer-centric, then you must understand what makes customers tick in today’s world of experiences. Let Laila Pawlak and Kris Østergaard be your guides in realizing how to make customers BE better, DO better, FEEL better, and LOOK better. Then let these Fundamental 4s guide your business.” – B. Joseph Pine II, co-author of The Experience Economy, Authenticity, and Infinite Possibility
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This white paper is a sweet, short and to the point deep dive into the upcoming book:
The Fundamental 4s
Designing Extraordinary Customer Experiences in an Exponential World.
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The Fundamental 4s How to Design Extraordinary Customer Experiences in an Exponential World
DARE2 presents: THE FUNDAMENTAL 4s How to Design Extraordinary Customer Experiences in an Exponential World Written by Laila Pawlak & Kris Østergaard
©DARE2 2016 Vermundsgade 13-15 2100 København Ø, Denmark www.DARE2.dk Production: Analisa Winther Design concept and layout: Sára Finsdóttir Editorial assistant: Laura Poznanskytė
This little bird is scattered throughout the book. If you read something you like, share it on Twitter and help us start the conversation. You can also tune in using
#Fundamental4s
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Contents Welcome to a World of Hyper-Complexity 7
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Ride An Exponential Wave 21
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It Starts and Ends with the Customer 21 The Secret Sauce
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Don’t Turn to The Dark Side 68
Moving On... 69
Exponential Technology is Changing our World 11 The Insurmountable Big Data Mountain 11 I Can’t Believe this is not Science Fiction 14 Profit AND Purpose 18
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The Fundamental 4s and The Quest for The Better Me 25 BE better Honoring your customers’ values and moral landscapes 31 DO better Enhancing your customers’ performance 39 FEEL better Triggering your customers’ senses and emotions 49 LOOK better Improving your customers’ social status 59
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The Fundamental 4s How to Design Extraordinary Customer Experiences in an Exponential World
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We are now living in a world where technology develops exponentially, not linearly. Any thing, any service, any business model and any industry can be disrupted.�
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Welcome to a World of Hyper-Complexity We live in a world of hyper-complexity and exponential development. Robots are taking over more and more blue and white-collar jobs. Commercial spaceflights are just around the corner. The Internet of Things is going to create changes even more dramatic than the world wide web and prosthetics have now been designed that allow the disabled to walk and the deaf to hear. The crazy part? This is just the beginning.
It’s almost impossible to grasp, isn’t it? It boils down to the fact that we are now living in a world where technology develops exponentially, not linearly. Any thing, any service, any business model and any industry can be disrupted. Just take a look at the numbers. The average lifespan of a Fortune 500 company has decreased from 67 years (1920s) to 15 years (today) and it is predicted that within the next ten years, 40% of Fortune 500 companies will die1. This has severe consequences for businesses and business people everywhere
because every time we meet a new challenge and try to adapt to it, we are already left behind by some new technology or trend. This is not only overwhelming, but also downright scary. A product or a great business you spent years developing can become outdated almost over night. Remember Kodak? Their employees actually invented the digital camera, but managers didn’t believe in the value of digital photography until it was too late. The same happened to Blockbuster. They were given the chance to buy Net-
The Fundamental 4s How to Design Extraordinary Customer Experiences in an Exponential World
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Average lifespan of a Fortune 500 company: 1920s
TODAY
67
15
years
#Fundamental4s
years
*theatlantic.com
flix early on, but passed on the opportunity unable to see Netflix’s worth and the potential in streaming until it eclipsed them, ultimately playing a big part in bankrupting them.
business to give up or turn a blind eye to technological development. Instead, your company can benefit from adopting a new perspective. Specifically, an unapologetic customer perspective.
With this in mind, it’s important to recognize that the answer to surviving in this exponential world is not for your
Why? Because human beings and their underlying motivations have remained the same since the dawn of time.
Click to watch this video of Google’s ass kicking autonomous car. It perfectly shows how people tend to react to new technology...
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By the time you’re done reading, you will have a firm grasp on how technology is rapidly changing our world, our businesses, and our everyday lives as well as a compass for how you can navigate your business through it all by taking an unapologetic customer perspective that will help your customers become The Better Me.“
While technology may be developing exponentially, our brains are not. Understanding your customers’ core motivations can thus serve as the gravity assist to help you ride that fast paced, ever changing exponential, technological wave. You can also look at your customer as the anchor that will keep you grounded as so many other elements change around you. With this white paper, we have summed up years of research all over the world with all kinds of clients and present it into one framework that you’ll come to know as The Fundamental 4s. By the time you’re done reading, you will have a firm grasp on how technology is rapidly changing our world, our businesses, and our everyday lives as well as a compass for how you can navigate
your business through it all by taking an unapologetic customer perspective that will help your customers become The Better Me. So - here we go! Laila & Kris
? If you have questions and comments while reading feel free to connect with us (the authors) online: @KrisOestergaard and @DARE2dk
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The Fundamental 4s How to Design Extraordinary Customer Experiences in an Exponential World
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Get the full version of the white paper for free!